In interviews subjects sometimes say the opposite of what they actually do. Mostly they do not mean to do this. often it is because unconscious processes are just not open and available for explanation. Getting at these underlying processes is crucial to understanding users, consumers and shoppers behaviour.
That is why we do not simply ask people about their behaviour but also observe and measure the implicit with methods such as Eye Tracking, GSR, EEG, Attention Tracking, Reaction Time, Remote User-Tracking to analyse navigation and Shopper Tracking.
We compare results from your study with our benchmarks from more than 10 years of implicit user research and show you how to optimization the design, which increases your return on investment.
Implicit Methods
Be conscious of the unconscious
Habits, moods and unconscious motives influence human behavior and are decisive for impulse purchase, brand perception, and user experience. The implicit seems hard to grasp, but is important to fully understand the users', consumers' and shoppers' behavior.
Thus, we observe and measure the implicit with methods such as eye tracking, EEG and reaction time measurement. We compare the results of your study with the benchmarks we gathered in more than 10 years of implicit marketing research providing you added value for successful business.
Explicit Methods
Take the customers at their word
Not only the unsconscious but as well the descisions and evaluations people make consciously influence their behavior. Thus, we listen closely to what users, consumers and shoppers say.
Only the target group's statments make it possible to interpret implicit data in an holistic way. Thus we implement various methods to access users' comments such as retrospective thinking aloud, since the users themselves can explain best, why they have acted in a certain manner. We compare interview data and behavioral data to reveal contradictions that point to the strengths and weakenesses of a product or marketing.
Creative Methods
Tap the customers'potential
Expand your development team by the people that use your products to increase customer satisfaction und purchase probability. In workshops, your target group designs the produtcts of the future, paper prototypes show what they want web interfaces and packages to look like, card sorting reveals, which navigation categories and labels they expect.
Take the chance to tap the full potential of your target group and start a user centered development process.
